To map the lifestyles and tech use of millennial tastemakers , digital natives and trend followers in New York and London. This research needed to bring the lives and needs of Samsung’s potential user-base to life, for a wide audience of internal stakeholders.

Latimer used in-depth interviews, social listening and digital ethnography to build detailed lifestyle maps for different user groups. We produced broadcast-standard documentary videos to illustrate the key themes that emerged from our analysis.

The insights of this process informed the design of Samsung’s S9 handset and services. Latimer was re-commissioned to work with SDE again to inform UX design for the S10 looking at digital music consumption amongst young people.